Instagram Microblog Design as Information Media About Toxic Family in Indonesia

The family environment is the first environment where a child gets the first experiences that affect their lives. But sometimes, family doesn’t work as it should. One of the criteria of family dysfunction is bad parenting from parents (toxic parents), which leads to negative environmental conditions (toxic family). The lack of information and public understanding about toxic families is the main cause of these problems, especially in a big city in Indonesia. Therefore, this social campaign is designed to inform the public about matters related to the toxic family. This social campaign uses qualitative research methods with data collection through observation and interviews with sources related to toxic families, literature studies, and other sources from the internet. The design process begins with a background analysis of the problem, formulating campaign objectives, determining the theme of the campaign message, creating a campaign program, identifying campaign targets, developing strategy and tactics, formulating the message, and selecting the media. The final result of designing this social media campaign is microblog content uploaded on Instagram called “welcomehomeproject.id” as the main media. The total amount of Instagram feed content is 90 posts that raise the topic of information about toxic families, from introduction to support and advising the community, both from the perpetrator’s and the victim’s sides. In addition to microblog content, some interactive content in games and quizzes, simple illustrations, and quotes about family are also uploaded. Several supporting media are useful to increase the audience’s enthusiasm for this social campaign.